But Macy’s is still bullish on Pinterest this holiday season—in particular, its video ads.
The second-quarter inbox deliverability rate for U.S.-based ISPs and e-mail service providers was 87%, up from 82% in the first quarter, but below the 91% Q2 inbox deliverability rate for European ISPs and e-mail services, Lyris Technologies reports.
The inbox deliverability rate for U.S.-based ISPs and e-mail service providers was 87% in the second quarter, up from 82% in the first quarter, but below the 91% Q2 inbox deliverability rate for European ISPs and e-mail services, according to a study by Lyris Technologies, a provider of e-mail marketing services and a unit of J.L. Halsey Corp.
Although both U.S. and European ISPs are improving, the incidence of legitimate e-mail being identified by filters as spam continues to be higher in the U.S., with 3.29% of valid messages being blocked, compared to only 0.075% in Europe, Lyris says.
“While false positives are increasing among some ESPs, the industry as a whole is winning the fight to reduce the amount of spam,” says Dave Dabbah, director of sales and marketing at Lyris. “As ESPs become better and more discerning in identifying spam, the result will be a decrease in filtering of legitimate e-mails as well. However, marketers can do their part by becoming more aware of what is likely to get their e-mails incorrectly filtered.”
The top 10 U.S. domains by inbox delivery rates were pipersoftware.com (94.63%), earthlink.net (99.04%), yahoo.com (98.56%), usa.net (98.37%), cs.com (97.99%), socal.rr.com (97.99%), aol.com (97.51%), mac.com (96.74%), Comcast.net (96.36%), and go.com (96.17%).
Lyris found that users with addresses with one of the top 10 U.S. providers were 27% more likely to receive their opt-in e-mail in their inbox than those that used the bottom ten providers (97.8% vs. 70.6%, respectively). The 70.6% deliverability rate for the bottom 10% reflects an 11.2% increase in deliverability compared to Q1.
Lyris monitored 57,836 production-level, permission-based e-mail marketing messages sent from 57 different businesses and non-profit organizations to multiple accounts at 39 ISP and ESP domains in the U.S. and Europe.